SERVICE QUALITY AND PROMTIONS: SUFFICIENT FOR CUSTOMER SATISFACTION AND BRAND LOYALTY

Öz

In recent years, there has been intense competition in the fuel retailing industry. It has become important for companies to differentiate their services in order to stand out from the competition. In a wide variety of industries, service quality, brand loyalty, customer satisfaction, empathy, discounts and physical evidence appear to be among the critical factors for differentiating a business from the competition. Based on this background, this study aims to investigate the influence of service quality, discounts, promotions and physical evidence from on brand loyalty and customer satisfaction in fuel distribution industry. According to the results of the study, only empathy appears to influence the brand loyalty, whilst other factors do not appear to influence brand loyalty and customer satisfaction. According to the research findings, gas stations need to keep the benefits of the customers above the benefits of the company and they must be resolved quickly by taking into consideration their complaints.

Anahtar Kelimeler

• Service Quality,Customer Satisfaction,Promotion,Brand Loyalty,Gas Industry

HİZMET KALİTESİ ve PROMOSYON KAMPANYALARI MÜŞTERİ TATMİNİ VE MARKA SADAKATİ İÇİN YETERLİ MİDİR?

Öz

                Son yıllarda yoğun rekabetin yaşandığı akaryakıt dağıtım istasyonlarında işletmelerin öne çıkması ve farklılık yaratması oldukça önemli hale gelmiştir. Hizmet kalitesi, marka sadakati, müşteri tatmini, empati, fiyat indirimleri ve fiziksel kanıtlar pek çok sektörde işletmelerin rekabet edebilmelerinde kritik öneme sahip faktörlerdir. Bu kapsamda araştırmanın temel amacı, akaryakıt dağıtım istasyonlarından sunulan hizmet kalitesi, fiyat indirimleri, kampanyalar ve fiziksel kanıtların marka sadakati ve müşteri tatminine etkisi incelemektir. Araştırma sonuçlarına bakıldığında sadece empatinin marka sadakatini etkilediği diğer faktörlerin ise marka sadakati veya müşteri tatminini etkilemediği görülmektedir. Buna göre, işletmelerin müşterilerin çıkarlarını en üst düzeyde tutmalarının, şikayetlerini dikkate alarak hızlı bir şekilde giderilmesinin diğer işletmeler ile rekabet edebilmelerinde önemli olduğu görülmektedir.

Anahtar Kelimeler

• Hizmet Kalitesi,Müşteri Tatmini,Promosyon,Marka Sadakati,Akaryakıt Sektörü

Kaynakça

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